How brands are celebrating St. Patrick's Day
A round-up of this year's greenest campaigns.
Fransebas
Wake up and smell the four-leaf clovers—it’s Saint Patrick’s Day! More than half of US consumers plan to participate in the Irish-themed festivities, according to this year’s Numerator Holiday Sentiment Study, and the holiday places third for intent to purchase decorations and costumes, topped only by Christmas and Halloween for each.
So, move aside Shamrock Shake, for Ad Age is counting down the top ways brands are going leprechaun green this year.
Guinness
The staple of St. Patrick's Day has had a rough couple of years as the day has been tied so closely with the first pandemic lockdown. But following vaccines and mask mandates, Guinness is ready to paint the town green.
Its latest spot, from agency Quaker City Mercantile, is a triumphant one that shifts from somber to joy as a slowly reopening bar is flooded with merrymakers. Belting out Frankie Valli’s “Can’t Keep My Eyes Off of You,” the beer-drinkers that populate this Guinness-filled bar are a hopeful image of a renewed vigor for the holiday.
But don’t just put the party in your belly! Make your eyes match too with a Charms-inspired makeup collection (it’s marshmallow scented!) from Morphe. Plus, shamrock your toes with limited-edition Lucky Charms Crocs with matching Jibbitz charms. Finally, wrap up the evening with storytime. “The Magic Inside,” Lucky’s new book, doesn’t refer to the tummy ache one might feel after a box of cereal and decked-out ice cream, but the story of how the iconic mascot discovered the magical and non-magical ways he’s special inside.
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